HVAC Pay Per Call: Pros and Cons of Pay Per Lead Advertising
Pay per call marketing is one of the best ways to grow your HVAC business because it’s cost-effective, convenient for potential customers, and gives business owners the time to focus on what they do best. All you have to do is answer your phone and close the deal! We wanted to put together a list of everything you need to know about maximizing HVAC pay per call strategies to help your business take off.
The Difference Between Pay Per Call and Pay Per Click
Both pay per call and pay per click have proven to be successful lead generation strategies when paired with the right businesses. But, what is the difference between pay per call and pay per click? According to Wordstream, Pay per click is a model of online advertising in which advertisers pay a fee each time one of their ads is clicked. Pay per call is a model of online advertising in which the advertisers pay a fee each time a phone call is generated from the ad campaign.
Historically, pay per call results in a higher potential of leads turning into actual customers simply because someone clicking on a number to call is much more invested in using those services rather than someone who just clicked on an ad.
In fact, when we asked one of our clients about a marketing challenge they faced prior to working with us, they stated:
“For us, it boiled down to pay-per-click marketing being highly ineffective. When we ran the numbers, our ROI on our PPC marketing was very low, and when we factored in the high cost of labor to manage those campaigns, it just wasn’t working for us. So, not only was it costing us a lot of money to convert a lead through our PPC efforts, but it was also very inconsistent in terms of the volume of leads that we generated from day to day and week to week. That's when we decided to look for a service that could help us do this more effectively.”
Understanding the differences between how pay per call and pay per click work can help in your decision on which strategy to use for your HVAC business.
Pros and Cons of Pay Per Call Advertising
Pro - Cost-Effective Compared to Other Offline Channels. Pay-per-call is known for being very cost-effective since each lead that turns into a customer will double or even triple the amount you spent on the leads. For example, an HVAC cost per lead can range from $5 to $130, while the average HVAC repair ranges from $150 to $450, and that’s not even counting installations which can cost thousands of dollars.
Con - You Will Pay For A Call, Regardless If You Get The Business. Each call will cost you regardless of whether or not the lead turns into a customer. This could be expensive, but that’s why it’s good to vet the company you’re considering to ensure you’re paying for exclusive leads. As long as you’re paying for quality over quantity, the expenses should be well worth it.
Pro - Audience Targeting That Results In High Conversion Rates. has a high conversion rate and high success for lead generation. One reason is due to most searches not only for home services but any service is done on a mobile device making it very convenient for someone to click on the number to call. Because that person has already looked at your site and made a decision to call for more information, they are already considering using your services. It’s just up to you to close the deal.
Red Flags of Certain Pay Per Call Companies
One thing you don’t want to do when partnering with a pay-per-call company is sign a long-term contract. This is a red flag as it ensures the company that they get their money before they have delivered any results or proof of success. Trustworthy, professional companies who care about providing reliable results for their customers will let their services speak for themselves. They should be proud to display a track record of their proven success with past and current clients.
Secondly, be aware that costs that seem too good to be true probably are. For example, if marketers are selling their leads for as low as $1, it might be an indication that their business strategy is quantity over quality. This means that you could be paying for anything from spam, wrong numbers, or resold leads from months ago. Your money should be going towards real, exclusive leads that have the potential of turning into customers.
Shared leads can be a red flag as there’s a high chance you’ll be spending a lot for leads that never turn into customers. Because the leads are being sold to multiple companies, it creates competition that often results in a bidding war. After paying your hard-earned money for the lead, the last thing you want is to fight for it. It simply increases the chance of low-quality leads being forwarded rather than exclusive leads that have a much higher chance of turning into new customers.
Pay Per Call Best Practices for Best Results
The best thing you can do is answer your phone. As you know, simply listening to your phones ring will not be enough to close the deal. Plus, not being present when a potential client calls is not a good impression and could send that person to a different business quickly. Having a quick response rate and excellent customer service is a great way to make the most of your lead generation efforts.
In order to ensure your clients are having a positive experience with your HVAC business, it’s essential to train your technicians on effective customer support strategies. Informing clients on current promotions, communication from start to finish about the process, being punctual, and something as simple as wearing shoe covers can go a long way in making a great impression on customers and keep them coming back for years.
Something that goes hand in hand with customer service is receiving excellent customer reviews! Utilizing your website and social media to showcase these reviews is an effective way to show people seeking your services that what you’re claiming to provide checks out. The more active you are with responding to questions, concerns, and reviews online the more present and committed you will look to a potential customer. Plus, you’re providing a better experience to your current customers, it’s a win-win for everyone!
Whichever marketing company or strategy you choose, make sure you know the intentions and expectations of the company align with your business goals. Speaking to past and current clients, getting data on conversions rates and proven track records of success is a great way to get to know the company before making a decision. After putting in the time and effort to ensure you have the best chance for closing the deals of leads through customer support training, you’ll be well on your way to building a more successful business with even more satisfied clients.